Most of the time, if you ask someone this question, they’re instantly going to say they want to work with a collaborator. It feels like the right answer, like what they’re supposed to say. However, for some personality types, they actuallyneed someone to just execute on their ideas without a lot of push-back; but it’s hard to be honest enough with themselves to realize it. Let’s explore the differences…
Working with a Collaborator
Collaboration and execution go hand-in-hand, but in that order. You work on an idea with someone to come to an agreed upon conclusion that suits your needs, and then the person you hired executes on that idea for you (typically).
Collaboration can also look like a brainstorming session, bouncing ideas off one another, and leveraging each other’s knowledge and experience to build something new, exciting, bold, and suitable for the need and the market.
Working with an Executor
Asking someone to execute on an idea, dictating how you want it completed and what the final product should look like is different – there’s no additional input or deviation from the original idea that you (as the boss or client) originally came up with.
Most of the time, the idea person in this scenario knows all the details of what they want, even though they may not communicate them well.
How do I know who I want to work with?
Just ask yourself one question: would I be okay with the person I’m working with pushing back on my idea? If the answer is no – and you have to be really honest with yourself to decide – then you’re looking for an executor. You want to control (be a dictator, negative connotations aside) the details to a project that you either don’t have the time or knowledge to complete, and have someone do it for you, exactly to your specifications.
That’s not a bad thing, if you realize that going in. It can also, ultimately, save you some money. Hiring someone to just do what you need them to do is easy – that type of person is typically a junior level employee who’s still learning the ropes. They essentially don’t know enough to push back, and they’ll take all the experience they can get in real world situations to become a senior level expert.
Hiring a collaborator is different. They’re someone who is typically more advanced in their skills, and who can leverage their life experience, education, and training to help you get to an end result you would have a hard time getting to on your own. Convincing a collaborative personality to just execute on something for you without bringing in their own expertise is difficult, though. They’ll likely be dissatisfied in their role working with you, and can quickly become resentful.
The Fine Line Difference
In every collaboration, especially that of a client/consultant relationship, someone has to be in charge (typically the person doing the hiring) and have the final say. Some would say that is them “dictating” what they need “executed,” and they’d be right. The difference is that before they say “go” on an idea, they’ve been presented and weighed the options on the best way to get to the end result, and 99% of the time, it’s different from where they’ve started. The boss in the situation has come to the table with an idea and they’ve allowed the collaborator to help them fine tune it.
Why is the difference important?
Having enough self-awareness to know what kind of person you want to work with can save time, money, and energy for both you and the person you hire. In the design and marketing space, hiring someone to build a creative output for you and telling them, “I don’t know what I want, but I’ll know it when I see it,” is a huge red flag – designers know this phrase will result in lots of revisions and frustrations, with them ultimately creating something they’re not proud of but that made you happy. (It’s also a quick indicator that you’re actually looking for an executor, not a collaborator.)
How to Find the Right Person to Fit Your Style
It is / can be really simple:
Determine what type of person you’re looking for – an executor or a collaborator
Look for someone with the right skillset for your needs
Go into the initial conversation being upfront and honest with your style. When they ask you how they can help, don’t be afraid to say something like, “I’m looking for someone to (execute/collaborate) on an idea (for/with) me.”
As a business owner, getting your business in front of the right people is crucial. And even though we live in a digital world, sometimes the best way to do that is on paper. Brochures have been around for a long time, and are a common way for businesses to share what they do, often being used as a leave behind with prospective clients. But when you want to do something more in-depth, expansive, and useful, a booklet might be the right answer. So, what’s the difference?
In my line of work, the terms “booklet” and “brochure” are often thrown around interchangeably. But the fact is, while they have similarities, the big, key differences come down to two things: page count and folding options.
Brochures
In its most traditional and recognized form, a brochure is a trifolded single sheet of paper. It’s the kind of thing you would likely see if you’re staying in a touristy area and the hotel has a rack full of attractions in the area.
For example, I live near Kartchner Caverns. A brochure for Kartchner would likely include pictures of their most stunning formations, the national parks logo, opening hours, prices, and a brief history of the park, as well as a brief overview of why you should visit.
For a more traditional B2C or B2B business, a brochure might cover things like a value or mission statement, a bio for their founder, their services, and links to their online presence.
The beauty of a brochure is that you have the opportunity to guide the reader through an experience. For a trifold, here’s how that might go:
The Brochure Experience
Looking at the first panel of the trifold, the cover, it will typically have an eye-catching, interesting design, a powerful headline, and clear branding.
Once they open the brochure, they’re presented with two panels. Since people typically read from left to right, you’ll want to plan on them seeing the left panel first. That’s where you can put things like stats about the business, mission and vision statement, or maybe a bio. Then, on the right panel, maybe you have services, or maybe a continuation of more of that ‘high level’ information from the left panel.
Then, they can open the brochure one more time, and they’re presented with two more panels. A lot of times, those panels can be even melded together a little creatively, because they’re going to be the core offering that you’re excited about sharing. This is a good place to really sell the reader on your offer. However, you have to balance what you’re putting here with everything else in the brochure, because there is a chance your reader may not make it all the way into the brochure. They may open the cover, not find something they’re excited about, and move on. So decide on your non-negotiables, the things you absolutely want them to see, and put those earlier in the experience.
Finally, because humans are curious by nature, most people will close up the brochure and flip it over to see what’s on the back. That’s where you should have all of your contact information, website link, social media, maybe a QR code, and even a testimonial. The other benefit of having this information on the back is that if someone never even cracks open the brochure, they can still flip it over and find out how to contact you.
Brochures also differ from booklets in how they’re finished, by being folded. There are 10 common ways that a brochure can be folded, and since it’s a single sheet of paper, there’s no additional finishing needed. (Check out my blog, The Business Owner’s Crash Course to Printed Materials, for more on this)
Booklets
The biggest difference between a brochure and a booklet is that a booklet is often going to be 4+ pages.
A 4-page piece, which is typically a single sheet of paper folded in half, is a weird gray area. Sometimes it’s considered a half-fold brochure, and sometimes it’s considered a booklet because it tends to be bigger. But it’s not stapled in the middle, so a brochure is the better candidate.
More often than not, booklets also tend to be ‘full size’ – meaning they have a finished size of 8.5×11, which is a standard piece of paper (like what gets loaded in your printer). That’s not always the case, like in the case of event programs. Those tend to be a little smaller, but they’re still little books with lots of information included about the event you’re attending.
A booklet can still guide someone through an experience of information, but the difference being that someone could flip to any page to jump ahead in the story. It’s like a “choose your own adventure” book.
Finally, let’s look at how booklets are finished. Booklets are stitched in the middle – often using a couple of staples, but sometimes even with actual needle and thread. Since brochures are a single page, there’s no need for them to be finished in this way.
How Do You Decide Which One to Use?
There are three things to consider when you’re deciding between a booklet and a brochure for your next project.
What and is it for?
Who is it for?
What’s your budget?
What and who is it for?
Booklets are great for more robust projects. Things like a welcome guide for new clients, event programs, or even gated content on a website. They’re often something that you want people to hold onto, to reference. Also, if you’re creating something primarily for digital use with the option to print a few copies, booklets display a lot better online than something that’s intended to be folded multiple times.
Brochures are better for leave-behind pieces. They’re almost like a teaser to your business or to the thing that you’re offering. They’re not nearly big enough to provide all the details, but they can get someone interested enough to look to your website, for example.
What’s Your Budget?
Because of the size and the additional cost of finishing, booklets are more expensive. If you’re going to be going meet with a prospective client, do you want to leave them with something that cost you $5-$10+ to complete (when you break down the per-item cost) or something that cost you $1 to complete, knowing you may not ever hear from that person again?
In conclusion, the difference between a booklet and a brochure really comes down to page count and folding options. If you’re having trouble determining the best path forward for the thing you’re looking to create, let’s chat, and I’ll likely be able to point you in the right direction.
As a business owner, sometimes you just need to get something printed. To have something physical, tangible, for a specific purpose.
A lot of times, this comes up when businesses are launching and you want to have a backstock of things like business cards, letterhead, maybe even folders. Things that make sense for when you’re connecting with new clients.
But other times, a more complex need arises, when you’re exploring an asset like a brochure or booklet, or maybe even printed swag items like hats, notepads, pens, or tablecloths.
The needs vary for every business, and the choices are practically endless, so where do you even start?
First: Determine What You Need or Want
This could be an entire blog topic with all the variables, but really it comes down to what you want the end result to look like. Maybe you’ve seen something that looked really cool that you want to replicate. Or maybe you have an idea for an end result. Either way, you’ve got to figure out the details.
For paper goods, things to think about include:
How big your paper needs to be
How many sheets of paper it will take
How they’ll be finished – folded, bound, perforated, glossy, matte, satin, etc.
If you’re printing swag items, you’ll want to think about:
Color
Function
Material
What you want on it (there’s usually size restrictions)
Regardless, you need to know:
How many you need
When you need them (be reasonable and plan ahead)
What you’re willing to spend
Holy decisions, Batman! If you’re feeling overwhelmed, chat with an expert that can help you navigate.
Next: Get an Estimate
Once you know what you want, you can determine how to get it. This isn’t any different than price and feature shopping between Target and Amazon. You’ll start by looking up (or asking for recommendations for) good printers for the type of thing you want to do, and then look at what they’re offering and for how much.*
Most online print shops will have an estimating tool, where you can put in all of the specs and it will spit out a price. This is (typically) the same tool you use to order your project. As you click through it, you’ll find that there are a TON of options, and they change depending on the options you choose. Your choices can also affect your total price – sometimes dramatically.
The most common things that can affect your end price include:
As a note, it used to be that when you were printing paper goods, decisions like one sided or two, full color or black and white, would change the price considerably. Now, the difference is literal pennies with most printers. Where minute details like that come into play is when you’re printing swag, especially things like engraved pens.
*For super specialty items or finishes – like perforations in a brochure, for example – some printers won’t have the capabilities to do that. If you’re not finding it on their website, they’ll often have a chat feature where you can determine if that’s something they can do, or if it would be a custom order (usually more expensive).
Order a Sample Pack
When you’re neck deep in the estimating process, you’ll find that many times, the paper types and weights might as well be written in another language.
How do you overcome that? Order a sample pack! Most reputable print shops will offer these for free, and you can usually find the link to order in the footer of their websites. They do this because they can 1) collect your contact info and market to you later, and 2) they know that you’re more likely to be thrilled with the end result.
Some sample packs will come with a variety of items (business cards, notecards, letterhead, and brochures), while others will come like a paint swatch book. Regardless of the format, look for the fine print that details the paper weight on each item, and use how the paper feels to figure out what you like.
Folding & Finishing
If you’re working on a brochure or booklet project, it’s important to consider how you want it to be folded and finished. Did you know that there are 10 ways that a brochure can be folded? Most folks are familiar with the bifold, trifold, and maybe even the roll fold, but there are other less common and more complex options out there too.
When working with a client on a brochure project, I like to think about how something opens, and what the experience will be as someone navigates the brochure. (Check out this reel for a demo)
When working on a booklet project, the most important thing to remember is that your page count has to be divisible by four! Sometimes, that means adding in some blank or decorative pages to get where you need to be.
As far as finishes go, do you want your piece to be ultra glossy? Would you like it to feel satiny-smooth? Or maybe you want to avoid fingerprints. All of these factors come into play with the finishes.
Good Printing Isn’t Cheap
There is a well-known budget printer out there that I usually won’t ever use or recommend.* When asked why, it comes down to two things: the quality doesn’t usually result in what I expect, and the customer service is atrocious. In the printing world, the adage “you get what you pay for” is very true.
Common items – like a standard business card – are going to be reasonably priced, generally, wherever you go. When it comes to more complex items, prices can differ greatly, and available options can too. If you know this going in, you can make an informed decision as to what fits your budget and where the best place is to get it.
Some things you should look for in a printing company include:
Do they make it easy for you to leverage their service? Look for things like templates, layout recommendations, clear descriptions, and good pictures. Also, if their website feels outdated or clunky, it’s a good chance their equipment will be as well – they’re likely not investing in the best.
Do they offer sample packs for free? While this isn’t a must, it’s a good indicator that they’ve thought through their process and prices and figured out how they can make the experience better for the customer.
Do they have an easy customer support opportunity, like a chat feature?
What are their reviews like OFF of their website? Consider websites like the BBB, TrustPilot, and even Yelp, Google, or social media.
Are they considering or leveraging things that are important to you – like carbon neutrality, green printing options, a give-back program, etc.?
*My experience may not be the experience of others, and I’m intentionally not naming names. Get in touch if you’re looking for a specific recommendation.
Finally: Place the Order
When you’re ready to place your order, it’s about as serious as signing a contract. You want to make sure that you’ve got everything just so, because there’s no take-backsies. If something is wrong (like a typo, watermarked picture, or paper choice) it’s on your dime to reprint. Most print shops will make this abundantly clear as you navigate the checkout process.
My favorite print shops also have a real human who is checking your files before sending them to print, and some even offer soft or hard proofing options. These pros will be quick to call out concerns like image quality, lack of bleed, or missing fonts so that you know you’re getting exactly what you want.
Why Can’t I Just Print at My Office?
The short answer is that you can, but it might not be your best choice. There are two big things to think about depending on what you’re printing:
The first: in-office printers typically can’t print off the edge of a paper, because they have to be able to grab the sheet to feed it through the machine. So if you’ve got something where the color or image runs all the way up to the edge, it’s going to have a white border instead.
The second: if you have something that is supposed to be a specific size or folded a specific way… that’s on you to do. Whereas a professional printer has big fancy machines that trim projects down to size and that can fold them up in a specific, calibrated, always-the-same kind of way.
There is so much to consider when you’re having something printed that it can be in your best interest to at least chat with someone with experience. They may even be able to introduce you to something you’ve never considered that takes your project to the next level.
As a business owner, have you ever felt like hiring a designer is like trying to crack a secret code? It’s like they’re holding onto their design secrets tighter than a toddler clutching their favorite toy.
Frustrating, right?
Well, let’s talk about why this is a red flag 🚩 when it comes to finding a quality graphic designer.
Picture this: you’re scrolling through your social media feed, looking for ways to spruce up your marketing game. You stumble upon a designer’s post, but instead of useful tips, you get vague advice and a sales pitch (“Comment gamechanger to snag my download!”).
When a designer shares valuable insights, tips, and tricks, they position themselves as an authority in their field. Suddenly, they’re not just another designer; they’re the go-to guru who’s always willing to lend a helping hand.
Sound familiar? It’s like a designer’s version of “stranger danger” – they’re scared to share too much in case someone snatches away their chance at a paycheck.
But let’s rewind for a sec. What if I told you that a designer willing to share their knowledge is more valuable than one who hoards it?
Yup, you heard me right.
Think about it – when a designer shares valuable and helpful information, it’s obvious that they’re not afraid of losing out, they likely have more to give, and they instantly become an authority figure. Suddenly, they’re not just another designer; they’re the go-to guru who’s always willing to lend a helping hand.
If you asked a designer you’re vetting, “How can I market my business better?” and they respond with some form of, “hire me and I’ll tell you,” would you get the warm fuzzy about working with them? Probably not.
What if they sprinkle wisdom like confetti? “Well, you could try things like social media ads, newsletters, video transcriptions, consistent blogging, creating video content – the possibilities are endless!” It’s like they’re giving you a taste of the pie before you commit to the whole slice.
When a designer offers added value, they’re showcasing their expertise and willingness to help, even beyond the scope of a project. Most of the time their expert insight saves you hours of trial and error – as a designer, they’ve likely been there, done that and got the t-shirt!
When a designer shares their knowledge, they’re not just giving generic information; they’re curating it in a way that’s digestible, relatable, and backed by real experience.
This means you get high-quality, actionable insights without any hassle or more of your precious hours being wasted. And it’s likely that the person sharing those insights would be a great collaborative partner for you and your business.
So what should you actually be looking out for when it comes to hiring a designer?
When you ask a service-related question, instead of shutting you down with a firm “no freebies,” a good designer will offer a sneak peek into what they provide as a paid service. Something like, “Sure, I can help you with that. Here’s some ways we could approach it, and if you want to take it to the next level, I’m happy to explore what that could look like as a project.”
Choosing a designer who shares their knowledge openly means you’re not just getting a service; you’re gaining a collaborator who’s invested in your success. Instead of dealing with someone who keeps their cards close to their chest, you’ll have a partner ready to provide valuable insights and tips that can elevate your business.
So go ahead, seek out those designers who are generous with their expertise. Your next big breakthrough could be just a helpful tip away.
When it comes to running a small business, your greatest asset is your time. If you’re feeling like there’s never enough hours in the day to get things done, maybe it’s time to see what’s really eating up your focus and energy.
One of my favorite hacks is the use of templates. Creating and leveraging reusable assets (aka templates) can eliminate redundancies in your business, saving you precious time and contributing to brand consistency and professionalism; ultimately boosting your business and attracting more clients. Here are three reasons why templatizing your business is a game-changer:
1. Maximize Efficiency
Having templates is a sure-fire way to save you time. Consider the use of Canva templates for social media, for example. By creating (or hiring a graphic designer to create!) Canva templates, you can just “plug-and-play” when it comes to getting your beautiful ideas and knowledge out to your audience.
Having ready-made templates eliminates the need to reinvent the wheel every time it comes to creating content.
Not only does it conserve your valuable time, but it also guarantees uniformity across all your deliverables. By utilizing templates decked out in your brand assets, (colors, logos, and fonts) you ensure a consistent and professional presentation across every touchpoint with clients and prospects. They’ll appreciate the professionalism and attention to detail, which contributes to having a brand people trust.
2. Scale with Ease
Scaling your business shouldn’t mean sacrificing quality or spending hours on admin tasks. Take, for instance, the use of standardized forms (like intake forms). By templatizing your intake process, you streamline client onboarding, ensuring that vital information is captured efficiently without unnecessary back-and-forth. This not only contributes to the professionalism of your operation, but also frees up valuable time and resources that can be redirected toward nurturing client relationships or pursuing new opportunities. Standardized forms also minimize the risk of errors or oversights, leading to smoother transactions and a more positive overall experience for both you and your clients.
3. Personal Growth
You may be thinking that templatization could stifle your creativity, but when you have the basics covered, it frees up mental capacity and time to allow you to focus more energy on innovation and value-adding activities.
By freeing yourself from the burden of repetitive tasks, templatization empowers you to explore new avenues, develop new offerings, and stay ahead of the competition.
Ready to start implementing templates in your business?
Here are some additional templatizing projects to consider:
Email Templates: Standardized email templates can streamline communication with clients, leads, or team members. Whether it’s for initial outreach, follow-ups, or project updates, having pre-written templates can save time and ensure consistency in your messaging. (Just make sure you read them before sending to make sure your canned language is still relevant!)
Proposal Templates: Creating proposals for clients can be time-consuming, but using templatized proposal formats can make the process much smoother. Preparing a template with sections for project scope, deliverables, timeline, and pricing can help you quickly customize proposals for different clients while maintaining a professional look. (And it’s been my experience that sending a proposal faster, while the client is still excited and thinking about the project, can help you close more deals!)
Tailored Business Resources (e.g. Training & Onboarding, Sales Presentations and Prospect Engagement): When bringing new employees or clients onboard, having templatized materials can ensure that everyone receives consistent information and guidance. This could include training manuals, onboarding checklists, or presentation templates for orientation sessions.
Invoice and Billing Templates: Simplify your billing process by using template invoice formats. Whether you use accounting software or create your own templates in Word or Excel, having a standardized format for invoices can help you get paid faster and keep track of financial transactions more efficiently.
The key here is to identify repetitive tasks or processes in your business and create templates that can streamline those activities, saving time and improving consistency and efficiency. It’s all about working smarter, not harder, and giving your business the boost it deserves. So, whether it’s branding your social media with Canva or simplifying with forms, templatizing your business is the way forward when it comes to growing your business.
If you need help with identifying template opportunities or creating some for your business, schedule your (absolutely free and zero commitment) Idea to Execution Consult!
If you’ve made the leap into being a small business owner, you know that clients aren’t just going to fall from the sky and pay you hundreds of dollars. (You do know that, right?)
So what are the best ways to promote your business when you’re just getting started and don’t have a huge budget?
The following nine tasks can help you be more visible to your ideal prospect and can help you convert them to an ideal client, faster.
START HERE!
1. Make a Plan for Your Small Business and Figure Out Your Offer
You’ve started a business, yay!
Now what? Where do you go from here? Start by making a plan!
Your plan should have a couple of key things in it:
What you offer
Whom you’re offering it to
How you’re going to spend your limited marketing dollars
A timeframe
Goals to guide your progress
This may seem like a waste of your time, because doing this right now isn’t making you any money. But the reality is that if you’re just doing work with no real rhyme or reason, you’re going to get burnt out and not know if your efforts have been worthwhile.
Getting into the weeds figuring out details like your key offerings and ideal clients will allow you to measure future business decisions easier. You’ll be able to decide if your ideal client will benefit from you investing in something or offering something new or more niche. You’ll also know if you’re spending time on the right things because you’ll be able to judge them against these two metrics.
Once you’ve made those decisions, you can set aside a dedicated marketing budget (remember, you have to spend money to make money!) and figure out how it’s going to be spent. When I go through this exercise with my clients, I like building out the framework for 12 months. This allows us to look at things like sending holiday cards, upcoming conferences you want to go to, and big networking opportunities.
Defining a timeline and setting up measurable goals along the way will help you to know if the marketing efforts you’ve got in place are working, and if they’re not, you can dive into why not. Once you have your plan in place, add a block to your calendar once a month (I would recommend at the end of the month) to review and assess your progress.
Want to know more about what this looks like? Tell me in the comments below, or book a call with me and we can go through this exercise for your business together.
PAID OPPORTUNITIES
2. Partner With an Expert
No, this isn’t just in here because marketing is part of what I do.
It’s here and number two on the list because you should be looking for and trusting people who are smarter than you!
Doing this early in your business development can give you more time to work on income-producing activities, and can give you the confidence to show up because you know things are getting done well.
Consider this: if you’re a lawyer, you’re really good at contracts and serving your clients’ best interests, right? People come to you because you’ve been to school, spent time studying complex legal cases, and the state says you know your stuff. So why wouldn’t you do the exact same thing and trust someone who does what you need (CPA, Bookkeeper, Graphic Designer, Web Developer)?
The largest benefit in finding a trusted partner that does what you need? You can get back to focusing on what YOU do best, and leave what THEY do best, to them.*
This doesn’t just go for marketing professionals (but that is what I’m talking about in this blog). It can also mean hiring someone to take care of your books regularly, or hiring someone to write up your contract template one-time.
*Yes, I know there are plenty of options out there for the DIY approach. But just because they exist doesn’t mean that you’re going to a) know how to use them, b) enjoy spending your time on them, or c) be able to use them to create an output that’s as good as hiring a pro and being done with it. Stop settling for good enough!
3. Tackle Low Hanging Fruit First
As a new business owner, what are the best first uses for your marketing dollars?
I would argue it would be setting up your brand. That means figuring out what your business name is, what your logo looks like, and how you will present yourself to clients.
That can go further into making sure you have branded documents, business cards, social media profiles, a branded email address, getting started on your website, and building a functional and beautiful email signature.
If you know that you don’t want your business name to be your legal name (e.g. Susie Smith, doing business as Susie Smith), you should allocate some marketing dollars to this first. Otherwise, you risk confusing clients down the road when you “all of a sudden” introduce a brand name and identity. And confused minds don’t buy.
4. Make Yourself Discoverable Online
So you’re out there doing good work and working with good people, but what if one of them wants to refer you to a friend? Where can that friend go to learn more about you?
Let’s be real, if someone refers a friend to you, the friend isn’t going to just call you up (typically). They’re going to check you out online. They’re going to see if what you have to offer is actually what they need.
And if they can’t find you, they’re going to have a hard time deciding on if they should call you. If they DO end up calling you even after they can’t find you… you’re starting that relationship off sans trust.
Don’t do that to yourself!
At the very minimum of minimums, have ONE really well-defined and active social media profile. Yes, even if you don’t like social media and don’t use it personally. You would be silly to believe that in this day and age, social media isn’t a search tool.
What’s better? Having a website that has all the things!
Your website is usually the one place online where someone can go to learn everything about your business. It showcases your brand, shares what you do, talks about who you do it for, and should include social proof (testimonials, portfolio items, links to social media, etc.) that says you know your stuff.
FREE OPPORTUNITIES
5. Focus on Service
Despite anything else you could be doing as a new small business owner trying to market themselves, you should be focusing on offering amazing customer service.
Fantastic customer service is going to be the ONE thing that can wipe out any irregularities in your branding, and it is the most likely reason people will send you referrals.
Folks just want to know that you “got this for them” and that you’re going to make sure it’s done right and done well. They want to know they can get in touch with you and ask questions. That you’re going to be their ‘go-to’.
If you think about going to a store or restaurant where it felt like a breath of fresh air when interacting with the team members there, what did that look like? If you’re a Disney Adult like me, just think of the interactions with the cast members at any park. What do they do differently than most other retail establishments?
They make you feel like the most important person in the world.
Do that for your clients – the referrals will follow.
If you want to read a book on how to create that experience, I highly recommend Raving Fans by Ken Blanchard! (That’s NOT an affiliate link.) It’s a quick read, I promise, and worth your time!
6. Leverage Freebies
For most people, a free marketing opportunity is social media. Getting online and creating content, interacting with content, and promoting your services is the best freebie there out there.
Here’s my recommendation for which platform to use for your business – choose one and get really good at it before jumping to another:
Instagram: B2C creative businesses that have a process or product they can showcase.
LinkedIn: B2B professionals, showcasing thought leadership.
Facebook: B2B and B2C businesses. Setup a business page, but focus on building relationship in and promoting your business in relevant groups. Otherwise, you’re paying to play, and it’s not cheap.
There’s an entire strategy behind how to create stellar content and promote it to the right people on social media. That’s not what we’re here to talk about. Just know that social media can be your best free marketing tool.
If you’re a local business operating locally, especially as a brick and mortar, look for opportunities to:
Post on a community bulletin board
Host or sponsor events
Network with other businesses in the area
Place strategic and low-cost ads in relevant local places / publications
Tap into new, unusual, or unique markets in your area
7. Don’t Be Afraid of The Hustle
As a new business owner, you’re going to have to work for what you want.
The internet revolution means that there are (probably) lots of other people out there doing what you do – but that doesn’t mean that you shouldn’t do it.
You’re going to be able to bring a whole new flavor and perspective to the business, and you should lean into what makes you different and better.
But you’ve still got to want it, go after it, and hustle for it. (Not ‘hustle’ in the bad way, like stealing people’s money.) You’ll have to lean into the bad days, work through them, and figure out what’s not working when the clients and revenue aren’t coming in.
You know how they say that an animal can sense your emotions – good or bad? Clients are the same way. If you’ve got a bad attitude about your business and you’re feeling righteous and annoyed that it’s not making you a millionaire overnight, they’re going to pick up on that.
Trust the process, do the things, and don’t be afraid of the work it’s going to take to achieve your version of success.
8. Gather Social Proof
Along the way of building your business, there are going to be things that say, “I know what I’m talking about.”
Generally, those will be testimonials. For creatives, that might be a portfolio of projects. In other situations, it might be contest entries/wins, or mentions in a publication, or guest spots on a podcast.
Regardless of what social proof looks like for you and your business, you should be gathering it all the time!
Social proof is going to help convert people from a maybe to a yes.
Put that ish everywhere. Make a highlight on your Instagram. Put it on your website. Post a blog about it. Send out an email blast that includes it.
Just make sure you’re always gathering it.
AND FINALLY…
DON’T GIVE UP
Look, I kind of already touched on this in the hustle tip above, but being a business owner is HARD.
You’re going to have good days and bad days. Hell, you’re going to have good months and bad months!
Things are going to throw you off course. Clients are going to fire you. People aren’t going to like you.
The trolls are everywhere.
That doesn’t mean you should give up on your daydream. If you felt strongly enough about building this business to get started, there is a reason for that! Lean into it, trust the process, and enjoy the ride.
There are going to be businesses that don’t work out, and every situation is unique. But don’t be the business that didn’t work out just because things got a little hard. Give it everything you’ve got and look for new tactics and opportunities so that you can know that you tried everything before throwing in the towel.
If this blog was helpful for you as business owner, tell me about it in the comments! If there is something you want to know more about, feel free to book a complimentary Idea to Execution call.
I recently completed a proposal for a potential new client who is looking for a brand identity, and in it, I noted that she didn’t need a full brand guide, but a brand overview would be a good addition to her branding package. As I was putting this together, it occurred to me that there are a lot of people who might use those terms interchangeably – so what’s the diff’?
Long story short – the difference is in the length and detail of the document.
What’s a Brand Guide?
A brand guide is a more extensive document that can go over virtually everything in how you want your brand to be portrayed. The most basic things, like what versions of your logo exist and how they should be used, color palette, and font choices are always included. But you have an opportunity to also include things like:
brand voice
pictures – what they should be of, how they should look, and things to think about when choosing new ones
how email signatures should be formatted
color choices for color blindness considerations
logo and verbiage placement on pictures
These are all things I’ve included in a client’s brand guide before, and some brand guides can get very bulky, very quickly. But for those organizations that want to have some sense of control over every angle, that’s perfect. They’re also great for an organization who works with a lot of third-party vendors – no one wants to explain all the rules, all the time.
What’s a Brand Overview?
A brand overview, on the other hand, is typically a one-page document that looks at things from the highest level. The overviews I’ve done are simple – what fonts are included in the brand, brand color palette, and logo options. Sometimes I’ll also include a brand pattern (but not always).
Does my business need a brand guide or a brand overview?
So how do you choose which one is right? In the instance of this client, a brand overview makes more sense because they are not a large corporation, and their brand is being specifically designed for an educational platform. It’s not a “full business” in the most traditional sense, but more of a bonus offering. It doesn’t need all the bells and whistles of a full brand guide – the client won’t ever use them. However, they will use an at-a-glance reference of colors and fonts anytime they’re building a new piece of education material.
While many people will use “guide” and “overview” interchangeably, you won’t find that here – they’re very different things in my vocabulary, and which one makes the most sense for your business depends on a lot of factors.
Do you need a reference guide to make decisions easier for your business? Let’s chat – get in touch to get started!
